Truth 11. What makes a good email marketing manager
So what do the people who actually manage email marketing programs look and act like? Are they data-driven specialists or Jacks (and Jills) of all trades marketing professionals? Do they hit the Send button or drive big-picture communication strategy? The answer is yes.
Like any job description, the role of an email marketing manager varies from company to company and from day to day. As is the case for most new media professionals, resumes vary, and there is no “perfect” background in the same way that there is in the accounting or legal worlds.
A large portion of the email marketing experts I've worked with came from a traditional marketing background and learned email and interactive marketing on the job. Most are seasoned marketing veterans accustomed to leading branding and promotional programs. Some didn't seek out email duties: It found them, and they've stuck with it.
Some specific qualities include
Experience—Email marketing is its own brand impression, and it shouldn't be taken lightly. A company's reputation and brand are largely affected by email, so make sure you can show that you know what you're doing.
Flexibility—Regardless of company philosophy, anyone who is best suited for a nine-to-five, punching-the-clock job would probably find email marketing both unsettling and unappealing given its fast pace and often chaotic environment.
Works well with others—Depending on the size of the company, email marketing staffs usually consist of small teams. Coordination seems to be the key. Whether managing agencies responsible for design and deployment or synching up with merchandising to make sure the right products get highlighted, email marketing is in the belly of the beast—even if it lives in a silo. Email usually touches key marketing areas like branding, promotions, and customer relation management (CRM). Learning to live cohesively with these different groups is essential. Whether email marketing is a sales, marketing, product, or technology function, anyone managing email can expect to interface with all aspects in their roles.
Big egos need not apply—Since email rarely gets the spotlight and good email programs rarely get the credit they deserve, don't expect to be in the limelight. If you are comfortable living in the shadow of sexier and flashier marketing programs, despite knowing your email program will bring more value to the table, you may just be a good fit.
Possesses a sense of adventure—In the email world, where campaigns never end, testing is important but can often hit a rut. Email marketing managers need to be adventurous and willing to take the extra step. It may create more work, but you should be excited about finding out what works and fixing what doesn't.
Lives for results—When it comes to email, managers can't hide behind pretty artwork or a cool soundtrack like other marketing folks. The numbers don't lie, and constant measurement, evaluation, and adjustments are a must. An understanding of analytics and statistical principles is also valuable.
Big picture and detail-oriented—Are you able to stay in tune with the overall marketing goals (drive brand awareness, raise revenue, and so on) but also keep track of the more mundane, daily needs like reworking email subscription pages which could, in turn, double email subscribers and put those bigger goals within reach?
Willingness to stay on top of issues—Email marketing changes fast, and an email marketing manager needs to constantly follow and react to the dynamic email marketing environment. If you stand still, you go backward.
Some advice from the trenches
Sold on hiring or becoming an email marketing expert? Not so fast. Review these tips before you hit the job boards, networking events, and HR department.
Gareth Morgan, director, relationship product management, InterContinental Hotels Group, says: “Leave your daily planner at home. This environment is about thinking on your feet and making judgment calls on a regular basis. Leave your pride at home. Email is out there for the world to pick at and comment on. Unlike a website page, when an email gets sent, it is gone. A mistake cannot be pulled down and changed. You live with it or decide on a best course of correction.”
Jamie DiCarro, marketing manager, Heavenly Ham, says: “Attend Webinars, seminars, and conferences to learn and share with your peers. A lot of people are afraid to ask for help, but you'd be surprised at how much we have to learn from one another and at how much people are willing to share about their experiences.”
And don't miss these final words of wisdom from a recruiter (who also used to be a direct marketer) who helps companies find these types of marketing stars. Wendy Weber, president, Crandall Associates, Inc., says: “Employers are looking for email marketing professionals who have a proven track record in leveraging email to increase the customer base and retain established customers while increasing revenue for their employer. As far as people looking to get into email marketing, on the entry level, I would recommend taking a course or program in interactive marketing. The best course of action for someone already in direct marketing to learn e-marketing is to learn ‘on the job’ within their current employer before looking for an e-marketing position outside the company.”